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A branding package, also sold as a brand identity package or a logo and branding package, contains the logo and its variations, a color palette, typography, a guidelines document and a set of applications. The cheapest packages stop at the logo and a business card. The most expensive start with positioning work and end with a rollout. Below: what belongs in each tier, what cheap packages leave out, what providers charge on their own pages, and how to compare two quotes.
The three tiers of branding package
Most packages fall into one of three scopes, whatever name the provider gives them.
- Starter: a logo with its lockups, a palette of four to six colors, one or two typefaces, a short usage sheet and a business card. This is closest to what 99designs' brand identity pack sells; Softriver's Premium tier, with full guidelines and a social kit, already belongs to the Standard tier below.
- Standard: everything in Starter plus full brand guidelines, social media templates, stationery, an email signature and a presentation template. This is where independent designers and small studios sit.
- Full: everything in Standard plus positioning and messaging, sometimes naming, an illustration or photography direction, packaging or website design, and a rollout plan. This is agency territory.
If a quote does not say which tier it is, ask for the deliverable list and count it. The list decides the price more than the provider's name does.
The deliverables, one by one
Logo system
A package should deliver a system, not one file: a primary logo, a horizontal and a stacked lockup, an icon or mark on its own, a monochrome version, a reversed version for dark backgrounds and a favicon. Files should come as AI, SVG or EPS vectors plus PDF and transparent PNG exports.
Color palette
Expect primary and secondary colors with HEX and RGB values for screens, and CMYK and ideally Pantone references for print.
Typography
A heading typeface, a body typeface and the rules for pairing them. Most packages recommend fonts and leave the license for you to buy, which is normal if it is written down.
Brand guidelines
The guidelines turn the assets into rules: clear space, minimum size, approved color combinations, what not to do, and examples of each. A one-page sheet is enough for a Starter package; a Standard package should ship a document your team can produce from without calling the designer. Our guide to brand guidelines cost covers what that document runs on its own.
Applications
Business card, letterhead, email signature, social profile images and post templates, a presentation template. The count varies most between quotes, so compare the lists line by line.
Rights
The package should assign copyright in the final logo to your company on final payment. Stock icons and fonts stay licensed rather than owned, and the package should say so. For what separates a logo from the identity around it, read our explainer on logo vs branding.
What cheap packages usually leave out
- Strategy. A $480 package draws from your brief; it does not test your positioning against competitors. If the positioning is unsettled, the logo gets redrawn later.
- Source files. Some packages deliver exports only, and the editable vector stays with the designer. Ask for AI or SVG explicitly.
- Print color values. HEX only means your print vendor guesses.
- Responsive and dark-mode versions of the logo.
- Editable templates. A PDF of a social post is a picture of a template, not a template.
- Rules anyone follows. A 40-page guidelines document nobody opens is worth less than two pages the team uses.
What a branding package costs, by provider type
Every figure below was read on the source page on October 14, 2026 and is quoted as written, except where another date is given.
Contest marketplaces
99designs by Vista lists its brand identity pack as "Starting from $599". The pack bundles one custom logo, a business card, letterhead and envelope, a Facebook cover, editable files and full copyright ownership. Logo design alone is "Starting from $249".
Fixed-price online studios
Softriver states "Our packages start from $280." Its $480 Premium tier includes three logo concepts, complete brand guidelines, logo usage rules, a social media kit and business card designs, delivered in two days; the $987 Ecosystem tier adds ad creatives and unlimited revisions. The Logo Boutique sells a "Corporate ID Package" at "$299.00" with letterhead and envelope on top of the logo. Logo Design NYC sells logo packages from "$995.00" to "$2,495.00" and an at-a-glance brand guide at "$295.00" on top.
Independent designers
Designer Laura Busche publishes a Premium Branding Package at "$5,700.00": two logo concepts with two revision rounds, an eight-tone palette, a two-font palette, three stock images, a branding guide PDF, and a business card, letterhead and envelope. Dribbble's branding package guide, published in 2022, says freelance "designers charge anywhere from $15 to $300 per hour". Upwork's own hire page puts a logo designer at $15 to $30 per hour and a simple logo project at $150 to $500, as read on September 22, 2026.
Gig marketplaces
Fiverr lists logo gigs from $5, a figure read on its logo design category page on September 22, 2026. Branding listings there are priced per gig, and the questions are the same as for any gig: which files you receive, whether the vector source is included, and whether the seller assigns the rights in writing.
Agencies
Dribbble's guide says an agency branding package "can cost anywhere between $5,000 to $100,000 depending on the size of the package". Vistaprint's logo cost guide, updated January 30, 2026, says "Brand identity packages start at about $10,000 with an agency and are typically out of budget for small business owners." The gap between $10,000 and $100,000 is research, strategy, naming and rollout, not a nicer logo.
Design subscriptions
A subscription prices the package as months rather than as a project. Design Elite's Prestige plan is €949.90 excluding VAT per month (about $1,050) for 3 design requests a month with unlimited revisions. Penji lists its Essentials plan at "$995 /mo" with branding and logos included, and ManyPixels starts at "$699" "/mo". The subscription wins when the package is the start of a stream of work; it loses when you need the package and then nothing for a year.
How to compare two branding packages
Put the two quotes side by side and answer each question in writing.
- Which tier is each one? Count the deliverables rather than reading the package name.
- How many logo concepts, and are they different ideas or one idea in three colors?
- How many revision rounds, and what does an extra round cost?
- Which files: vector source or exports only?
- Who owns the final logo, from when, and what stays licensed?
- Does the guidelines document include print values and misuse examples?
- Are the templates editable, and in which tool?
- Who designs: a named person, a rotating team or a contest?
- What is the delivery date for first concepts, and for final files?
Two packages that answer all nine the same way are the same product, and the cheaper one wins. Two packages that differ on questions 1, 2 and 5 are not comparable on price at all.
Design Elite's branding packages and subscription
Design Elite is a subscription design studio in Paris working in English for US and UK clients, and we sell identity work two ways.
The first is a fixed-price branding package. It starts with a written brand brief, moves through three logo routes built on three different ideas, and delivers the lockups (monochrome, dark background, favicon, horizontal), AI, SVG, EPS and PNG files, the palette, the typography and the guidelines, with full copyright transferred and a dedicated project manager. First concepts arrive within 48 hours. We publish no list price: we quote a fixed amount within 24 hours after a 30-minute call.
The second is the subscription, which covers the same brand identity design work and then everything that follows it: templates, decks, ads and updates to the guidelines. Plans start at €949.90 excluding VAT per month (about $1,050), with 3 requests a month on Prestige and no monthly request cap from Elite at €1,399.90. You pause or stop at any time, and you own the source files. For the logo on its own, our logo design cost guide shows where each price tier lands.
FAQ
What is a brand identity package?
A brand identity package is the set of designed assets that express a brand, delivered together: the logo system, color palette, typography, guidelines and a first set of applications such as business cards and social templates. The scope runs from a logo plus a business card to a full system with strategy and rollout.
What should be included in a logo design package?
At minimum: several concepts, a primary logo with horizontal and stacked lockups, an icon alone, monochrome and reversed versions, a favicon, and vector files (AI, SVG or EPS) with PNG and PDF exports. Add the color values, the font names and a written transfer of copyright. Anything delivered as a single PNG is a picture, not a package.
How much does a branding package cost?
On October 14, 2026, 99designs listed its brand identity pack as starting from $599, Softriver's Premium tier with guidelines was $480, and designer Laura Busche's Premium Branding Package was $5,700.00. Dribbble's guide puts agency packages between $5,000 and $100,000, and Vistaprint says agency brand identity packages start at about $10,000.
What is the difference between a logo package and a branding package?
A logo package delivers the mark, its variations and its files. A branding package adds the palette, the typography, the guidelines and the applications that make the mark usable across your channels. If you will need the second within a year, buying both in one scope avoids redrawing the logo to fit.
How long does a branding package take?
Fixed-price studios publish their first-concept times: Softriver states two days on its Basic and Premium tiers, and Logo Design NYC says initial concepts usually arrive within 48 to 72 hours. A package with full guidelines and templates usually takes weeks rather than days, whatever a vendor's headline turnaround says, and review speed on your side moves the date more than production does. At Design Elite first concepts arrive within 48 hours.
